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Capturing paid interactions

Updated on August 6, 2021

The following are instructions to capture paid interactions from Facebook Ads, Google Ads, LinkedIn Ads, and other paid destinations.

Pega Customer Decision Hub Paid Media Manager User Guide Pega Customer Decision Hub Paid Media Manager User Guide Pega Customer Decision Hub Paid Media Manager User Guide Pega Customer Decision Hub Paid Media Manager User Guide Pega Customer Decision Hub Paid Media Manager User Guide

Capturing paid interactions from Facebook Ads

To capture paid interactions, configure the Facebook Ads website URL to redirect to your website or microsite.

  1. Log in to Facebook Ads Manager.
  2. In the ad details, click Build a URL Parameter and specify the following URL using dynamic parameters provided by Facebook: adset_id={{adset.id}}&utm_medium={{placement}}&ref_url={{site_source_name}}
    For more information about dynamic URL parameters, see About URL parameters.
  3. Test that the paid interactions are captured in Interaction History. For more information, see Capturing paid interactions.

Capturing paid interactions from Google Ads

To capture paid interactions, configure the Google Ads final URL to redirect to your website or microsite.

  1. Log in to Google Ads.
  2. In the ad details, configure the destination click URL for the ad:
    1. In the Final URL field, enter the URL of the website or microsite to which the individual should be redirected on clicking the ad.
    2. In the Ad URL options section, in the Tracking template field, specify the URL using valuetrack parameters provided by Google Ads: {lpurl}?adgroup_id={adgroupid}&ref_url={_refUrl}&utm_medium={_utmMedium}
      The {adgroupid} parameter is the ID of the ad group to which the ad belongs. Paid Media Manager uses it to determine the action for which the click was recorded. When an individual clicks the ad, the parameter is replaced by the actual value and passed in the request. You can include other valuetrack parameters as necessary. For more information about valuetrack parameters, see Set up tracking with ValueTrack parameters.
    3. Click Save and create extensions.
  3. Test that the paid interactions are captured in Interaction History. For more information, see Capturing paid interactions.

Capturing paid interactions from LinkedIn Ads and other platforms

To capture paid interactions, configure the LinkedIn Ads final URL to redirect to your website or microsite.

The instructions below are specific to LinkedIn, but you can use the same URL parameters to configure the destination click URL for other ad platforms.
  1. Log in to your LinkedIn account.
  2. In the ad details, configure the destination click URL for the ad.
    The proper format of the URL is <microsite URL>?ext_aud_id=<enter_external_audience_id>&ref_url=linkedin.com. For more information about the external audience ID, see Enabling your website to capture paid clicks.
  3. Test that the paid interactions are captured in Interaction History. For more information, see Capturing paid interactions.

Verifying that paid clicks are recorded in Interaction History

After configuring the CapturePaidResponse service for your website, test that the interactions are captured in Interaction History.

  1. Identify as a known individual, so that your customer ID is available to the CapturePaidResponse service.
  2. Enter a sample ad URL to simulate a paid click, for example, https://cdh.uplusbank.com?Site=PMM&ext_aud_id=3d4209a3&ref_url=youtube.com
  3. Verify that the interaction was captured in Interaction History by doing one of the following steps:
    • In Dev Studio, click ConfigureDecisioningMonitoringInteraction HistoryRecent Interactions, and then verify that the paid click shows in the list
    • Run the following queries in your Pega Customer Decision Hub database client to check that the click is available in Interaction History:select referrerurl, utm_medium, externalaudienceid from pegadata.pr_data_if_fact;select pydirection, pychannel, channelgroup, channelsubgroup from pegadata.pr_data_ih_dim_channel;select pyoutcome, pybehaviour from pegadata.pr_data_ih_dim_outcome;
Result: Once you have enabled paid clicks to come into Pega Customer Decision Hub, you can use those paid interactions to enable AI-driven paid strategies in Paid Media Manager.

For example, you can use the interactions recorded by the PaidCaptureResponse service to predict whether clicking on an ad would increase an individual's propensity to accept an offer. With that information available, you can reduce wasted ad spend by aligning the willingness to pay with the predicted value of a click. For more information about this and other use cases, see Reducing wasted ad spend based on the predicted value of a click.

  • Previous topic Enabling your website to capture paid clicks
  • Next topic Enabling the offline conversion job scheduler for Paid Media Manager

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Pega Customer Decision Hub 8.7 Decision Management

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